World Consumer Rights Day: Experts advocate transparency, AI integration to boost market confidence
By Jill Okeke & Afolabi Idowu The traditional narrative of the Nigerian marketplace is undergoing a radical transformation. For decades, the relationship between the producer and the consumer was often
By Jill Okeke & Afolabi Idowu
The traditional narrative of the Nigerian marketplace is undergoing a radical transformation. For decades, the relationship between the producer and the consumer was often a 'black box': raw materials entered a factory, a finished product emerged on a retail shelf, and the consumer purchased it based on little more than a colourful label and a hope for the best. When things went wrong, the path to redress was often a labyrinth of bureaucratic dead ends or the shouting match of social media.
However, on the cusp of World Consumer Rights Day (WCRD) 2026, this dynamic was dismantled and rebuilt on the grounds of the Rite Foods Limited factory in Ososa, Ogun State. The Brand Journalists Association of Nigeria (BJAN) convened a powerhouse of stakeholders to signal a new era, one where transparency is the currency and Artificial Intelligence (AI) is the guardian of the common man.
Under the theme 'Safe Products, Confident Consumers,' the gathering served as a manifesto for a marketplace where 'buyer beware' is replaced by 'seller disclose.'
The journey to consumer confidence begins at the source. By hosting the 2026 celebration within the humming, high-tech halls of its Ososa plant, Rite Foods performed what could be described as a “corporate undressing.” In an era where 'green washing' and marketing jargon often mask subpar manufacturing practices, the act of opening factory doors to the media and regulators is a radical gesture of accountability.
Olufemi Ajileye, General Manager in charge of Operations at Rite Foods Ltd, was emphatic about the company's 'world-class' status.
He noted that since the indigenous giant disrupted the Carbonated Soft Drink (CSD) industry years ago, a sector once considered an impenetrable duopoly, it has maintained its edge through radical transparency.
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“Every year, we send samples of our water abroad to ensure safety against heavy metals and other contaminants,” Ajileye revealed during the facility tour. “We work with trusted vendors and have some of the best equipment brought in from abroad. We follow every regulatory law to the letter because we understand that our people are our greatest investment.”
For the journalists and advocates present, the message was clear: Safety is not a marketing gimmick; it is an industrial ballet of precision. When a company invites the world to see its 'underbelly,' it bridges the 'Confidence Gap' that has long plagued Nigerian commerce.
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If safety is the foundation, then confidence is the atmosphere in which trade breathes. This sentiment was echoed by the keynote speaker, Hon. Sola Salako-Ajulo, a veteran consumer advocate and Founder of the Consumer Advocacy Foundation of Nigeria (CAFON).
With over two decades of experience in the trenches of advocacy, Salako-Ajulo noted that while Nigeria has seen improvements in infrastructure and legislation, a critical weakness remains: the consumer's understanding of their own power.
“Consumer confidence is the oxygen of markets,” she averred. “When a consumer is confident, they spend more time in the market and contribute more to the economy. Unfortunately, many Nigerians are still confused about their rights, leading to them getting their rights being trampled.”
She highlighted a modern malaise: the 'Social Media Shout.' When a business ignores a complaint, the modern Nigerian consumer often takes to Twitter or Instagram. While this occasionally yields results if a post 'goes viral,' Salako-Ajulo warned that it is an inconsistent and often ineffective tool for systemic change. Brands, she noted, often 'sit tight' and wait for the news cycle to move on because they feel the consumer has no real teeth.
The highlight of the event was the introduction of a game-changing technological intervention: the CAFON Consumers Companion (3C).
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Recognising the “abusive tendencies” of some service providers and the knowledge gap among the populace, CAFON designed this AI-powered platform to serve as a 24/7 digital lawyer and advisor for the Nigerian consumer. The 3C AI is programmed to understand the specific nuances of Nigerian consumer rights and can provide immediate guidance on how to lodge a complaint, where to go for redress, and how to demand better services.
This integration of AI marks a pivot from passive advocacy to active empowerment. By putting the “law in the pocket” of the average citizen, the 3C tool ensures that consumers are no longer shouting into the void of the internet but are speaking the language of regulation and rights.
The event also featured strong commitments from Nigeria's primary regulatory bodies. Dr Olubunmi Otti, Zonal Co-ordinator (Southwest) for the Federal Competition and Consumer Protection Commission (FCCPC), reminded the audience that a well-informed consumer is the ultimate partner in regulation.
“Confidence in the marketplace begins with trust from all parties,” Otti stated, charging manufacturers and service providers to view consumer protection not as a hurdle, but as a prerequisite for long-term viability.
Representing the National Agency for Food and Drug Administration and Control (NAFDAC), Prof. Mojisola Adeyeye (speaking through Dr Tinuola Akinnubi, Deputy Director of Food Regulation), reaffirmed the agency's “zero tolerance” policy for products that compromise public health.
“Protecting the consumer is not only a responsibility of the regulators but a shared responsibility by all stakeholders,” Adeyeye's statement read.
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She specifically called on journalists to move beyond mere discussion into a commitment to reporting facts that safeguard the public.
The host of the event, the Brand Journalists Association of Nigeria (BJAN), has been at the forefront of this movement for over a decade. Daniel Obi, BJAN Chairman, noted that the association's decision to commemorate WCRD annually is born out of a duty to “demand better services” for the public.
By partnering with companies like Rite Foods, whose Fearless Energy Drink brand manager, Olaniyi Aderuku, showcased the brand's focus on 'mental alertness' and aspirational energy, BJAN is fostering a culture where brands are celebrated for their excellence but held strictly to account for their promises.
Obi thanked Rite Foods for their openness, stating, “The theme 'Safe Products, Confident Consumers' tells us they have nothing to hide. By inviting us to their factory, they are setting a standard for others to follow.”
The celebration at Ososa was more than just a tour; it was a snapshot of a nation in transition. When the consumer is confident, the economy doesn't just grow, it thrives with integrity. The message from the experts is loud and clear: The Nigerian consumer is no longer a passive participant in the value chain. They are the judge, the jury, and, with the help of AI, the most powerful player on the field.
The “oxygen” of the market is being replenished. Now, it is up to every stakeholder in the value chain to keep the air clean.
